A BEAUTIFUL ITALIAN STORY.

Founded in 1908 by Ludovico Martelli, we’ve been setting trends in the shaving world for three generations. Proraso grows by Italy’s side.

AN IDEAS LAB.

It’s 1948: a small Florentine laboratory is experimenting on formulas that work, studying new products. It’s a time of innovation and change, a time to trust in the future and in a small business that they want to grow. This was the year of the Pre and After Shave Cream, which surprised with its freshness and efficacy: it was first embraced by Italian barbers and then by an ever-growing number of home shavers. The way of shaving changed in an Italy that craved change.

EVOLUTION ACCORDING TO TRADITION.

The Proraso labs create products that stand the test of time, defy passing trends and become classics. Over time, our formulas, based on natural and trusted ingredients, are enriched and improved, our packaging is refreshed and new product lines win over new admirers. But the underlying principle remains that was defined by Piero Martelli and later by his son Ludovico: to create professional, quality products that deliver a pleasurable and impeccable shave, in the barbershop and at home.

OUR ICON.

Meet Gino, Proraso spokesman in the 1950s and a fixture on our packaging.

STYLISH COMMUNICATION FOR 65 YEARS.

Proraso’s image is legendary, conveying Italian taste and the history of a brand synonymous of quality in the shaving world.